留學美國市場營銷專業的種類有哪些?
美國市場營銷專業有哪些種類
美國市場營銷專業一般包括品牌管理、銷售管理、市場分析、消費者分析等等,以全美第一的西北大學市場營銷為例,(信息來源於大學官網,本人翻譯整理)1.項目信息:
Integrated Marketing Communications整合營銷傳播
Graduate education in IMC was invented at
Medill, and the program continues to lead innovation in the field. Students
work collaboratively with peers and top-tier global companies to gain
strategic and quantitative skills, with an emphasis on analytics that
inform consumer insights. Students develop skills across traditional and
digital media in order to influence consumers and build business in
todays complex global marketplace.
2.How long is the IMC program? 項目時間
The full-time graduate IMC program
is five quarters (15 months).
Part-time IMC students can complete the program in two years but have up
to five years to finish. IMC online students can complete the program
in just under two years by taking two classes per quarter but
have five years to finish.
該項目全日制的時間是15個月,非全日制的是2年
Students in our graduate IMC programs come
from a variety of countries, schools and undergraduate majors. No specific
major or prior coursework is required. The most common undergraduate majors are
communications, advertising, marketing, business, economics and journalism. The
following criteria are used to evaluate applications:
A record of strong academic performance.
Excellent interpersonal communication and
analytic skills.
Full-time work experience in a relevant
field is strongly preferred for all of our IMC programs. For the Full-time and
Part-time programs, applicants directly from undergraduate programs are
expected to have strong academic credentials. The vast majority of our IMC Online
students are working professionals who have demonstrated success in their
careers to date in a marketing and/or communications-related field.
An understanding of integrated marketing
communications and how Medill prepares students for careers in this area.
Evidence of the maturity and
professionalism needed to succeed in marketing communications professions.
Ability to work well with others on team
projects in a collaborative environment.
3.專業分支
1,Brand Strategy 品牌營銷
As inventors of the IMC graduate degree,
Medill has long been the leader in brand marketing strategy. For students
interested in identifying strategic opportunities and shaping brand
perceptions, this curriculum focuses on managing brand communications and
making key decisions in a complex media environment.
2,Content Marketing內容營銷
Content Marketing is among the
fastest-growing areas in marketing and communications. This specialization
combines content strategy with the skills required to develop content that
contributes to an organization』s objectives. Students gain experience in
creating content across written, video and audio formats.
3,Digital and
Interactive Marketing數字和互動營銷
At the forefront of marketing
communications is the dramatic transformation from traditional print and
broadcast media to digital, social and mobile media platforms. Students explore
how these innovative media platforms work and how consumers and other audiences
can be engaged through interactive communications.
4,Marketing Analytics市場分析
As media become increasingly digitized,
data and analytics become more central to marketing communications. This
specialization is rich with coursework that grows skills in analyzing, modeling
and drawing insights from data.
5,Strategic
Communications戰略溝通
Corporate communications and public
relations are becoming increasingly sophisticated and effective in a media-rich
world. For students seeking greater depth in professional communications, this
specialization combines the strategic aspects of the discipline with policy and
ethical considerations that support corporate social responsibility.
6,Media Strategy媒體戰略
Organizations today engage with consumers
through media platforms across traditional and digital media. Through our Media
Strategy focus, you』ll learn from our expert faculty and real-world application
new approaches to media planning and how the media and entertainment industry
has adapted to evolving technologies.
7,Global Perspectives 國際觀
The Global Perspectives class offers
students the rare opportunity to gain a firsthand view of the best business
practices of global agencies and marketers. Students spend more than two weeks
traveling in Asia to meet with and learn from leading business, communications
and media executives.
8,IMC Immersion Quarter
for Full-Time Students IMC浸泡度項目,類似於實習
The IMC program offers a core course that
combines classroom learning with on-site immersion in top companies to work on
real-world projects. Companies have a unique opportunity to work with talented
graduate students and their professors to create fresh solutions and answers to
real challenges and questions. This required component of the program is a
great learning opportunity for students.
4.課程設置:
不同的分支課程的側重點不一樣,請詳細查看網頁信息。
Relevant Courses
Integrated Marketing Communications
Media Economics and Technology (IMC 461)
Brand Communication Decisions (IMC 463)
Communications and Content Marketing (IMC
454)
Managing Integration (IMC 457)
IMC Law, Policy and Ethics (IMC 459)
Brand Content in a Social World (IMC 464-1)
Building Brand Equity (IMC 465)
Shopper Marketing (IMC 490)
Marketing Mix Analysis (IMC 462)
Communications and Content Marketing (IMC
454)
Media and Integrated Marketing (IMC 433)
Media Economics and Technology (IMC 461)
Managing Integration (IMC 457)
IMC Law, Policy and Ethics (IMC 459)
Digital, Social and Mobile Marketing (IMC
482)
Brand Content in a Social World (IMC 464-1)
Leading Media Organizations (IMC 490)
Entertainment Marketing and Analytics (IMC
431)
Digital, Social and Mobile Marketing (IMC
482)
Social Media (IMC 498)
IMC Law, Policy and Ethics (IMC 459)
Customer Loyalty (IMC 485)
Customer Value Innovation (IMC 490)
Strategic Planning in an E-Commerce
Environment (IMC 442)
Digital Analytics (IMC 498)
Analytic Techniques (IMC 451-1)
Data Management (IMC 490)
Segmentation and Lifetime Value (IMC 486)
Digital Analytics (IMC 498)
Allocation and Optimization Models (IMC
498)
Marketing Measurement of Communication
Effects (IMC 498)
Behavioral Economics (IMC 498)
Managing Integration (IMC 457)
Introduction to Strategic Communications
(IMC 498)
Communications and Content Marketing (IMC
454)
IMC Law, Policy and Ethics (IMC 459)
Strategic Communications (IMC 306-0)
Investor Relations (IMC 473)
Crisis Communications (IMC 475)
Internal Communications (IMC 490 )
Media Economics and Technology (IMC 461)
Leading Media Organizations (IMC 490)
Digital Marketing, Media and Innovation
(IMC 498)
Entertainment Marketing and Analytics (IMC
431)
Media Strategy (IMC 490)
How 21st Century Media Work (JOUR 461)
希望對大家準備申請有所幫助,看完點贊哦~
留學美國市場營銷專業的種類
留學美國市場營銷專業從學位的角度大致為五類:MS-Marketing、MBA-Marketing、Phd-Marketing、MA-Marketing、Dual Degrees。美國的商學院主要是以MBA,Finance,Accounting為主。其他諸如HR,Marketing, Real Estate等等,都是MBA下面的分支方向,個別院校也提供部分專業的MS學位。下面我就市場營銷專業的種類詳細為大家介紹。
1,整合營銷(Integrated marketing),即整合營銷傳播(Integrated marketing communications),指將一個企業的各種傳播方式加以綜合集成,其中包括一般的廣告、與客戶的直接溝通、促銷、公關等等,對分散的傳播信息進 行無縫接合,從而使得企業及其產品和服務的總體傳播效果達到明確、連續、一致和提升。
2,資料庫營銷(Database Marketing),將營銷數據建立資料庫,並根據對資料庫內數據的分析,進行市場營銷活動。資料庫營銷常被視作是「直效營銷」(Direct marketing)的一個分支。
3,網路營銷(Internet Marketing),是企業整體營銷戰略的一個組成部分,是為實現企業總體經營目標所進行的,以互聯網為基本手段營造網上經營環境的各種活動。網路營銷的職能包括網站推廣、網路品牌、信息發布、在線調研、顧客關係、顧客服務、銷售渠道、銷售促進八個方面。
4,標竿營銷(Bench Marketing),以某個市場上已經存在的競爭者為比較基準的營銷方式。
5,直效營銷(Direct Marketing),是在沒有中間營銷商的情況下,利用消費者直接(Consumer Direct)通路來接觸及傳送貨品和服務給客戶。
6,綠色營銷是指企業為了迎合消費者綠色消費的消費習慣,將綠色環保主義作為企業生產產品的價值觀導向,以綠色文化為其生產理念,力求滿足消費者對綠色產品的需求所做的營銷活動。
7,關係營銷(Relationship Marketing),也稱作「關係營銷學」,是指在營銷過程中,企業還要與消費者,競爭者,分銷商,供應商,政府機構和公眾等發生交互作用的營銷過程, 它的結構包括外部消費者市場,內在市場,競爭者市場,分銷商市場等,核心是和自己有直接或間接營銷關係的個人或集體保持良好的關係。
8,社會營銷是基於人具有「經濟人」和「社會人」的雙重特性,運用類似商業上的營銷手段達到社會公益的目的;或者運用社會公益價值推廣其商品或商業服務一種手段。與一般營銷一樣,社會營銷的目的也是有意識地改變目標人群(消費者)行為。但是,與一般商業營銷模式不同的是,社會營銷中所追求的行為改變動力更多來自非商業動力,或者將非商業行為模擬出商業性賣點。
美國的MKT (Marketing) 與國內對商場營銷專業的認識有所不同,美國商學院對市場營銷的定義是:市場營銷作為一種計劃及執行活動,其過程包括對一個產品、一項服務、或一種思想的開發製作、定價、促銷和流通等活動,其目的是讓組織與其利益關係人受益。國內對市場營銷人員的定義往往更多趨向於「銷」即「銷售」,而忽略「市場」和「營」。美國市場營銷專業更加註重方法的研究和對市場的分析和預測。另外一部分學校更注重在全球化的商業環境下,加入更多高科技因素,例如,利用計算機更準確地分析數據確定不同市場因素,應用新媒體技術作為新的營銷手段等。
基礎課程大概包括:
?Economic Analysis for Business Decisions 商業決策的經濟分析?Data, Models, and Decisions 數據、建模和決策?Communication for Managers 管理者溝通交流?Organizational Processes 組織化進程?Financial Accounting 金融會計?Team Project 小組項目
美國留學市場營銷專業領域主要有以下幾種劃分
戰略市場營銷:這個專業是學習如何根據公司的現有狀況、發展目標及需求等因素,為公司制定長期、高效的發展戰略,申請人需要對事物有全局的認識和把控。
品牌管理:這個研究方向是如何通過各種有效的途徑或方法使得公司品牌發揮最大價值,為公司獲利。中國企業的品牌意識還處於一個剛剛覺醒的狀態,所以對於美國留學的申請人,這個研究領域的發展空間很大。 整合營銷傳播:這個專業與廣告學和傳播學的聯繫較緊密,主要是通過分析銷售過程中各個環節的相互關係, 利用傳播手段進行溝通,從而使整體營銷過程的各個環節配合得更加默契,發揮出營銷的最大價值。 數據挖掘:這個研究方向適合有計算機專業和統計學專業背景的學生, 主要是研究如何利用營銷數據等信息,對現有市場分析風險和制定解決方案,同時對競爭和市場定位提出有力的數據依據。 國際市場營銷:是針對於國際市場培養國際市場專業人才,該專業要求學生有全球化的視野,要對各個國家的文化、政策等有深入了解,制定相應的市場策略。
此外,MKT的專業課程主要包括兩到五門的核心課程和數目眾多的選修課,選修課程主要有國際市場、客戶行為學、新產品開發、市場研究、價格戰略、管理品牌及定位等等,學生可根據需要和著重的方向來進行選擇。
MKT在美國TOP100的學校中開設的不多,大概可分為三大梯隊,對於MKT碩士來說,在哪個學校畢業與畢業以後薪資水平有著很大的關聯
T1:
哥倫比亞大學 Columbia University西北大學 Northwest University紐約大學 NYU康奈爾大學 Cornell University約翰·霍普金斯大學 The Johns Hopkins University華盛頓大學(聖路易斯)Washington University (St. Louis)德州農工大學 Texas AM University范德堡大學 Vanderbilt University喬治城大學 Georgetown UniversityT2:喬治亞大學 University of Georgia密歇根州立大學 Michigan State University羅切斯特大學 University of Rochester南加大 University of Southern California
申請建議
MKT對於硬體指標(TOEFL/GMAT)的要求相較於金融、會計來說沒有那麼高,當然成績高對於申請來說當然就更加有利,傳媒下的Marketing對TOFEL和GMAT的成績要求略高。MKT對於申請者的專業背景沒有特別嚴格的要求,無論是文科還是理工科背景的學生均可以申請。
從歷年的統計數據中來看,有與Marketing或者媒體傳播有關聯的專業背景的申請者更受歡迎,例如傳媒、設計、媒體甚至是商務英文等等。理工科背景的學生相對較少,被錄取的學生中統計的學生又占多數。也就是說,申請的時候要突出申請者已有背景的優勢,最大限度的挖掘出支持自己學習市場營銷的關鍵點。比如:學習理工科,就要突出自己在數學、統計方面的優勢。
Marketing都有哪些類型學位?其細分的專業方向又是怎麼樣的呢?
從學位的角度Marketing大致為五類:MS-Marketing、MBA-Marketing、Phd-Marketing、MA-Marketing、Dual Degrees。而研究的內容大體分兩塊:Quant和CB。前者其實在很大程度上就是經濟學中的I/O,很適合有經濟學和統計學背景的人來申。後者是消費者行為,比較適合心理學背景的人。Quant所要求的微觀經濟學和統計學,中國人申這個方向比較有優勢。其中以MS-Marketing和MBA-Marketing最為常見。至於說到二級分支,由於市場營銷強調創意與應用,主要打交道的對象是人,無論是客戶、商業夥伴或是競爭對手,所以整個Program從分類到學習都十分靈活,沒有條條框框。所謂系統化的管理知識(學科、課本和教材)只是聯繫起整個課程的線索,此過程中更為注重的是培養思考方式、觀察心態和個人魅力等抽象的東西,當然Soft Skill也是在這一流程中逐漸培養起來的
推薦閱讀: